2. Feel, Felt, Found
This age-tested technique gently moves doubting listeners to a new way of thinking. First, empathize with how the person
; second, associate the person with a group that once
the same way; and third, say how the group
success by using your solution.
Example: "Bob, I understand how you feel about being reluctant to change suppliers. Initially, other leading manufacturers whom we serve felt the same way. However, what they found within six months of implementing our solution was a 30 percent cost reduction. For you, that roughly equates to 2.5 million dollars. Would you be willing to consider a change in exchange for those savings?"
Begin your presentation or conversation by first finding out exactly how your audience feels about your solution, company, or topic. Facilitate a discussion and list their issues on a flip chart. After addressing each concern, gain commitment on a next step.
Example: "Thank you for sharing your list of concerns with me up front. I appreciate your openness. If I show you how our solution successfully resolves these issues, would you be willing to schedule a product demonstration to learn more? [Prospects nod yes] Then, as you progress through the presentation, check in with listeners as you check off their issues: "Sally, have I addressed your main concerns regarding lead times? [Sally says yes]. Great, I'll check that one off the list. Sam, how about your question regarding 24/7 service and support? [Sam says yes] Continue until all items have been addressed. Close the presentation by saying, "As you can see, this solution solves 9 out of 10 of your main challenges. As a next step, may I recommend we schedule a product demonstration. Would next Tuesday at 10 a.m. work for you?"
4. Big Picture
If the person's objection concerns a small detail or missing feature of your product, elevate the discussion to a "Big Picture" view. Remind the questioner of their larger vision; focus on their overall goal, mission, target, or objective. Emphasize how your solution achieves their main objectives and solves their key challenges. A higher, broader perspective can make the small, specific issues seem insignificant.
Example: "You're right, Mark. The current version of this software does not offer customized colors on the dashboard alerts. However, when we consider your major goals of improved revenue, increased productivity, and rapid adoption, this solution guarantees results faster and more cost-effectively than any other tool on the market."
This technique enables you take the prospect's objection, turn it around, and use it as the selling point.
Example: The prospect says, "Your company is too large. I'd feel like a little fish in a big pond. I want to work with people who know me and can give personalized service and attention."
Salesperson: "Sue, I certainly understand your desire for personalized service and attention. Every customer deserves that. As a leader in the industry, Acme is a large company. However, it's precisely because of our size that we're able to give you award-winning customer service. With our extensive human resources and infrastructure, you'll get round the clock service and support via phone or online; plus, you'll receive a dedicated account management team who meets with you regularly and gives you the personalized attention and service you deserve."
Objections may be daunting, but they're also good news because they show that your listeners are interested and engaged. Like Picasso, our job is to stand firm in the value and quality we provide, and use proven techniques that turn "No" into "Yes."
If you would like to learn more about delivering effective sales presentations and handling objections with confidence, please read my book
Well Said! Presentations and Conversations That Get Results (available in Hardcover, Kindle, and Audio).
Feel free to contact me directly to schedule an in-house corporate training event for your team. I would be honored to support your speaking success.